【作者】 黄俊；

【导师】 陈旭；

【作者基本信息】 电子科技大学 ， 管理科学与工程， 2016， 硕士

【摘要】 互联网技术与物流服务业飞速发展的今天,随着消费者购买意识的改变与网络消费服务体系的完善,越来越多的消费者参与网络消费。这助力了电商零售企业快速崛起,无论在发展规模和成交数量方面都在不断创造新纪录。而传统零售企业却因多方原因,在发展中遭遇不少挑战。值得关注的是,消费者在拥有多渠道选择购物的同时,也更加关注购物服务体验,这也给传统零售企业发展带来新的动力,因此网络与传统零售业间渠道竞争也更为激烈。在此情境下,研究不同市场结构与服务搭便车对网络与传统零售(O2O)供应链影响具有现实意义。本文以一个制造商、一个线上零售商与一个线下零售商组成的O2O供应链为研究对象,基于顾客服务搭便车为研究视角,就制造商占优、零售商占优、纳什均衡三种市场情境下的供应链定价进行深入分析,得到具有管理启示的结论。研究结论表明,在三种不同市场结构下,制造商和零售商的最优定价存在且唯一。敏感性分析表明:最优定价与最大利润均是关于搭便车因子的增函数。同时,无论处于何种市场结构:当存在搭便车行为时,制造商对线上零售商的批发价低于对线下零售商的批发价,同时线上零售商的零售价格低于线下零售价格;当存在搭便车行为时,在不同范围内线上与线下零售商的利润大小存在区别。此外,通过对比制造商与两个零售商在三种不同市场结构与搭便车行为下自身定价与利润时发现:就定价决策而言,制造商的最优定价决策在制造商占优时最大,纳什均衡时次之,零售商占优时最小;两个零售商的最优定价决策保持一致在零售商占优与制造商占优时相等,且均大于纳什均衡。就最大利润而言,制造商的最大利润关系在制造商占优时最大,纳什均衡时次之,零售商占优时最小;两个零售商的最大利润关系在零售商占优时最大,纳什均衡时次之,制造商占优时最小;供应链总利润关系在纳什均衡时最大,零售商与制造商占优时相等。更多还原

【Abstract】 As the Internet technology and the logistics service industry develops rapidly, the online consumption service system had improved and consumer consciousness also changed. More and more people choose shopping online, which prompted the electricity retail enterprises rise. A large number of records on scale and volume were refreshed. At the same time, traditional retail enterprises encountered a lot of developing challenges because of various reasons. Faced with a large number of channel choices, consumers began to pay more attention to shopping service experience, which provides a new opportunity to the traditional retail enterprises. The competition on supply chain channel become more and more incentive between electricity retail enterprises and the traditional retail enterprises. Therefore, researching the impact of different market structure and free riding in a dual channel supply chain decisions and profit will have a realistic significance.In this paper, we set an O2O supply chain that contains a manufacturer, two retailers as the research object. Based on the research perspective of the free riding of customer service, paper analyzed the supply chain decision-making under manufacturer’s leading, retailer’s leading, or Nash equilibrium situation, and got management inspiration conclusion.The research showed that there is unique optimal pricing under three different market structures. Sensitivity analysis indicated that both the optimal pricing and maximum profit are the increasing function of free riding factor. Besides, no matter in what kind of market structure: when there is the free riding behavior, the online retailer’s wholesale price of manufacturer is lower than the offline retailer’s wholesale price of manufacturer. At the same time, the online retailer’s retail price is also lower than the offline retail price; when there is the free riding behavior, in different range online retailer’s and off retailer’s profit is different.In addition, there are several important discoveries by comparing the pricing and profit of the manufacturer and the two retailers under three different market structures. In terms of the manufacturer’s pricing decision, manufacturer leading is optimal, Nash equilibrium is the second, and retailer dominating is minimum. For two retailers, the optimal pricing decision is retailer leading or manufacturer leading, which larger than that of Nash equilibrium. As for profit, the maximum profits of the manufacturer appear in the manufacturer’s leading supply chain, Nash equilibrium times, and retailer dominating is worst. For retailers, the retailer leading is optimal, the Nash equilibrium is the second, and the manufacturer is minimum. However, the maximum overall profit of supply chain occurs in Nash equilibrium. And when retailer or manufacturer leads the supply chain, the overall profit is equal.更多还原